Business blogging dec 2011

�  Introduc)ons � What is a blog? � Why should you have one? •  How to generate blog content •  How to Op)mize Your Blog •  How to Promote Your Blog •  How to Measure Your Blog •  Best Prac)ces •  4 Case Studies

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Topics

What is a blog? �  Blog = ‘web log’ � A website or part of a website updated with new content periodic basis.

� Usually maintained by an individual or individuals with regular entries of commentary, descrip)ons of events, or other material such as graphics or video.

�  Long-‐term marke)ng asset that will bring traffic to your business

�  Can be setup within minutes online using Wordpress or other blogging soQware.

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Wordpress � Wordpress.org � Install soQware onto your server � Select theme (template), or create custom design

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Why Should You Have a Blog? �  Nearly 40% of US companies use blogs for marke)ng purposes.

�  Companies that blog have 55% more website visitors

�  B2C companies that blog get 88% more leads per month than those that don’t

�  B2B companies that blog get 67% more leads per month than those that don’t

Source: Hubspot eBook on Blogging, 2011 11

Why Should You Have a Blog? � Over 57 million Americans read blogs �  Technora) is currently tracking over 70 million blogs � Over 120 thousand blogs are created every day �  There are over 1.4 million new blog posts every day �  22 of the 100 most popular websites in the world are blogs

�  51% of blog readers shop online �  Blog readers average 23 hours online each week Source: BlogWorldExpo.com

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Why Should You Have a Blog? �  83% of corporate bloggers saw a traffic increase to their site

�  51% took less than 1-‐2 months from ini)al concept to launch of blog

�  88% saw a boost in search engine ranking within 3 months of launch

�  62% saw an increase in sales within 3 months of launch Source: Backbone Media Business Blogging Survey

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Why Should You Have a Blog?

Why Should You Have a Blog? �  Blogging boosts your ranking on Google searches – the more blog posts you publish the be`er

�  Establishes you as a thought leader – helps earn people’s trust and stay top-‐of-‐mind for your community

� Gives you a plaborm to place calls-‐to-‐ac)on – you can ask people to a`end a fundraiser or community event, donate, etc.

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Genera)ng Blog Content � Brainstorming � Editorial Calendar � Repackaging � Guest Blogging � Cura)on � Events and Calendar � Original Content 16

Brainstorming � What will my blog be about? � What are the goals of my organiza)on?

� What is my area of exper)se? � What are my professional interests?

� Who else will contribute on a regular basis?

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How OQen Will I Blog?

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How Will I Organize My Blog?

� Decide on content categories � Look at the calendar � Commit to pos)ng 2-‐3 )mes per week and build from there

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Editorial Calendar � An editorial calendar helps plan both the subject ma`er and frequency for blog posts for 3-‐6 months � Maintains balance among different kind of posts

� Keeps bloggers on schedule and pos)ng regularly

� Provides structure and flexibility

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Repackage Exis)ng Content � Look to your employees and staff

� Repurpose internal and external communica)ons materials

� Provide resources for the communi)es you serve

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Guest Blogging � Generate a list of poten)al guest bloggers

�  Invite collaborators to write � Keep the focus on their projects and organiza)ons

� Maintain the rela)onship by referencing the organiza)on in future blog posts

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Cura)on � Research bloggers who are a part of your space � Katya Andresen, Network for Good � Beth Kanter, Beth’s Blog � Allison Fine, A Fine Blog � Seth Godin, Seth’s Blog � Sasha Dichter � Many, many others

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Cura)on � Research bloggers outside your space

� Personal interests � Subjects that might interest the clients with whom you work

� Hobbies � Local informa)on � Anything par)cularly well-‐done or inspira)onal

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Cura)on

� Set up a blog reader to keep current on posts from favorite blogs (e.g. Google Reader, etc.)

� Check your reader every morning when you check your e-‐mail

� Flag relevant posts

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Cura)on

� Share content in a )mely manner � Add insight and value � Make the content relevant for your readers � Start a conversa)on

� Always, always, always a`ribute the material and ideas to the original author

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Events and Calendar

� Focus blog posts on key events in your organiza)on’s calendar year

� Incorporate major holidays � Don’t forget seasonal issues that affect your work and your clients e.g. the start of the school year

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Original Content

� Start with the basics – introduc)on, mission statement for the blog

� Keep it short – 200-‐300 words � Maintain a running list of ideas � Don’t expect perfec)on

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Original Content � Voice � Personality � Less formal expression � Opinions � Fun!

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Exercise – Part 1 �  Brainstorm 4 ideas for blog posts � Brainstorm 4 sources for blog posts for your organiza)on

�  Read them out loud and we’ll discuss

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How to Op)mize Your Blog � Need to op)mize to grab people’s a`en)on and rank well with search engines

�  Search engines scan each page of your website looking for clues about what topics you cover, and at the back-‐end code for important tags and descrip)ons

�  Your ranking on the search engine results page is determined by how relevant and authorita)ve your website is determined to be

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How to Op)mize you Blog �  Keywords -‐ a cri)cal component to SEO is selec)ng the right keywords.

�  Select 7 to 10 words or phrases that best describe your business and services. Ensure each page of your website is op)mized around those keywords. �  Be specific – child care, not general – nonprofit

�  For example: �  Store sells shoes and wants website to rank for “shoe store”

�  Be`er bet to op)mize for “red tennis shoes with velcro” 40

How to Op)mize you Blog �  Each blog post should focus on a specific topic, and should include the appropriate keywords. Be sure to engage readers but also op)mize each ar)cle.

�  Images – make sure image file names describe the picture and that each image has a descrip)ve blurb (alt tag)

� Headline tags – Use keywords in your blog post headlines �  Internal linking – Within your blog post, link to other pages on your website

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How to Op)mize Your Blog �  Include social media sharing bu`ons on every post

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Blog Op)miza)on Con)nued � Include compelling images that convey the blog post – photograph, graphic, infographic

� Eye-‐catching and op)mized )tles capture the readers’ a`en)on and en)ce them to view your post �  Be clear and direct – 12 quick )ps … �  Create Urgency – Last chance to … �  How-‐To’s – How to get started with Facebook ads … �  How Not To – Avoid these piballs …

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Blog Op)miza)on Con)nued � Be controversial (but not too controversial) – these posts spark discussion and debate

� Be simple, keep )tles brief and concise -‐ A look at Google+

� Be newsworthy – relevant breaking news-‐type post perform well

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Blog Op)miza)on Con)nued � Formatng is important – break up blocks of text into chunks, readers scan subheaders, bold text and bullet points.

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Blog Op)miza)on Con)nued �  Calls-‐to-‐ac)on

� Well constructed blog post should always include in-‐text links to other resources – point these links to events and opportuni)es (ability to donate, a`end an event)

�  The top and sidebar of your blog homepage can contain call-‐to-‐ac)on banners or bu`ons

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Blog Op)miza)on Con)nued �  Solve a problem – people share a post with others because of the insight it provides to solve a problem

� Use metaphors as a valuable way to generate more interest in a subject

�  Be entertaining – have fun �  Take a stand – be clear, direct and defini)ve – be the expert on your topic

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Exercise – Part 2 �  Think about 7 to 10 keywords that are most relevant to your organiza)on and the services you provide.

�  Read them out loud and we’ll discuss

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How to Promote Your Blog

“A blog is much easier to promote if it has been op)mized for success.” Hubspot eBook on Blogging, 2011

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How to Promote Your Blog � As discussed before – compelling )tles, images, make it easy to share

�  Leverage your exis)ng connec)ons to create new rela)onships – reach out to influen)al bloggers in your field to a`racted their a`en)on through men)ons on your blog and social media �  Create an opportunity for them to share your blog posts across their networks

�  Create link-‐building opportuni)es

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Promo)ng Your Blog Con)nued �  Social sharing – we discussed the sharing bu`ons, but you also need to publish your post to Facebook, Twi`er, LinkedIn and Google+

�  Events and Presenta)on – if you are presen)ng refer your audience to your blog for further info

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Promo)ng Your Blog Con)nued � Update all your business materials (business card, email signature, etc.) to include your blog url

�  Run a contest to a`ract a`en)on – have readers like you on Facebook in order to be eligible, use your email list

�  Blog directories –submit your blog to the top directories (bestoQheweb.com, bloggeries.com, blogged.com, etc.)

�  Social Bookmarking – submit your posts to social bookmarking sites (Digg, Reddit, Tumblr)

�  Create a video and post to YouTube (link to the blog) to reach a different audience

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How to Measure Your Blog � Visitors – the count of people who actually read your blog content, but be`er to look at data by individual blog ar)cles

�  Leads – analyze at what rate these “leads” convert to customers/donors/volunteers (compared to other marke)ng channels)

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Measuring Your Blog Con)nued �  Subscriber Count – Look at how many people subscribe to your blog

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Measuring Your Blog Con)nued �  Tracking Inbound Links – when another website links to a page on your website that’s an inbound link.

�  Blog posts normally are great at genera)ng inbound links �  Look at how many inbound links your blog posts a`ract – different topics will vary the number of inbound links they drive

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Measuring Your Blog Con)nued � Monitor social media shares – look at the historical social media shares for your blog posts to determine what types of posts get the most short-‐term traffic from social media

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Exercise

� Write sample blog post

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Best Prac)ces � Create relevant, valuable content and determine the best methods to publicize it

� Write about your industry, best prac)ces, answer ques)ons

� Ask readers what they to read about, and the format (e.g., text vs. video)

� Connect your blog to your website

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Examples

� Katya Andresen � Capstone Connect � Holland Bloorview Kids Rehabilita)on Hospital � Adopt-‐a-‐Pet.com

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Katya Andresen

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Why It Works

� Individual vs. Organiza)onal Blog � Strong Images � Broad topics � Useful How-‐to

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Capstone Connect

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Why It Works

� Strong Organiza)on � Clear content categories � Different voices from around the organiza)on

� Eclec)c, oveat posts show personality � Varied and interes)ng content

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Holland Bloorview

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Why It Works

� Targeted Audience – Parents of Children with disabili)es

� Excellent Cura)on � Go-‐to Resource in its community

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Adopt A Pet

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Why It Works

� Highlights the work of others � Many guest bloggers � Informa)on rich posts � High frequency

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Thank You! Bridget Gibbons

[email protected]

Gibbonsdigital.com

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Business blogging dec 2011

Business

Transcript of Business blogging dec 2011